Desmond's Northern & Shell has joined forces with the PR, events and crisis management company Outside Organisation to create the new venture.

Sources said Outside Organisation chief executive Alan Edwards and Desmond see the talent management agency as the "next logical step".

One insider said that the media mogul behind OK! magazine and various adult television programmes believes that by combining the reach of his publishing interests and Channel 5, he can create and maintain celebrities.

Desmond has argued in the past that the careers of Kerry Katona and Katie Price have benefited from exposure in his magazines and newspapers.

As Channel 5 weather presenter Sian Welby – who was plucked from her job as a shop girl last autumn to become the face of the network's weather reports – pointed out recently, Northern & Shell is already using its converging interests to promote its stars.

Welby said recently via her Twitter feed: "I've somehow sneeked [sic] into OK! Magazine again." She added: "It's only coz the magazine is linked to the channel!"

Outside – which handles publicity for Northern & Shell and Channel 5 – declined to reveal who the new talent management agency is signing up, nor what the terms and conditions are.

An Outside Organisation spokesman said: "As part of the Outside Organisation's group of companies, we have set up a talent management agency in association with Northern & Shell.

"The new business will manage the interests of UK-based talent, some of whom will be involved in Channel 5 programming."